In August, mobile game sales hit the minimum domestic game overseas income in 3 years, the increase in overseas income increased significantly

Author:Securities daily Time:2022.09.26

Our reporter Li Haoyue on September 23, gamma data released the "August 2022 Game Industry Report" (hereinafter referred to as "Report"). The data shows that in August 2022, the actual sales revenue of the Chinese game market in August 2022 was 1,0.07 billion yuan, a year -on -year decrease, a year -on -year decrease 21.91%. The reporter checked the mobile game data in the past three years. It was found that summer is always a key node for major manufacturers to improve flow, and income is more likely to increase great increases. However, in August this year, the actual sales revenue of the mobile game market was 13.957 billion yuan, a decrease of 4.63%month -on -month, a year -on -year decrease of 27.45%, the scale of nearly 6 months, and the lowest summer revenue for three years. Zhang Shule, a senior entertainment analyst, told a reporter from the Securities Daily, "The main reason is that under the time of the total user time, more pan -entertainment methods and new consumption have flourished, such as short videos and live broadcasts, offline script killing and other formats. They are cutting young people's game duration and consumption. In addition, the game industry has lack of innovation in recent years, and has also caused user experience to appear 'aesthetic fatigue. "Where is the" worst "transcript" worst "transcript in three years? Gamma data shows that the sales revenue of the mobile game market in August 2020 was 17.784 billion yuan; the revenue in August 2021 was 19.238 billion yuan, and the revenue in August 2022 was 13.957 billion yuan. The reporter sorted out and found that whether there is a new game that runs out of the expected new game and the growth of the popular games will affect the market sales of the month. Specifically, 5 new games were launched in August 2020. Although the 4 games have not exceeded 100 million yuan, there are 1 game running water exceeding 300 million yuan; in August 2021 Breaking 100 million yuan, the remaining three first -month running results exceeded 100 million yuan, 300 million yuan, and 500 million yuan, respectively. However, in the five new games launched in August 2022, the first month of the flowing water broke only 100 million yuan. "The new new game of explosive models every year is at most a single digits. The long -term dominance (running rankings) is often an old game with a certain year of operation. The overall overall is constant, and the metabolism is slow. After the mobile game era, although the iterative speed has accelerated, it still needs to see the ranking of a single -digit game in the units of the year. New tour is often one or two, and the stock games are still mainstream. "Zhang Shule said. New games cannot drive the market as in previous years, so what is the increase in old games? Gamma data shows that in August this year, not only most of the new travel performances were not good, it did not provide effective increase, and some head products also declined significantly. Not only that, the number of suspension games has also increased significantly, making this summer market performance "worsening". The report shows that in August 2022, the number of mobile game products had increased by 66.67%month -on -month, and since June, the number of suspension has increased for two consecutive months. Zhang Yi, CEO and chief analyst of Ai Media Consultation, told a reporter from the Securities Daily that in any case, the domestic mobile game market has obviously produced the problem of aging products and insufficient supply of new products. This situation will cause products to be not attractive to players, and naturally cannot improve the desire to pay by players. Can the order number distribution of order recovery can boost confidence? After the game version number was released in April, as of September 13, 314 games have won the version number this year. Except for May, the rhythm of one month is basically maintained. Can this situation help the market's future performance? "Although the version number is restored, it has not formed 'combat effectiveness' in the short term, and it cannot be expected to be too high. Good products always have to polish for a long time. Second, the" explosive product' in the industry still needs to be invested to a certain amount of investment. . From the perspective of these companies that have obtained the version number, SMEs occupy the vast majority, and the possibility of running "explosive products" should not be too great. In September, Tencent NetEase's products have also received the version number, and you can look forward to it. After the market performance, Zhang Yi said. It is worth mentioning that although the overall performance of the domestic market in the summer is not good, overseas markets have increased. The report shows that in August, the actual sales revenue of China's independent research and development of overseas markets was 1.425 billion US dollars, an increase of 1.76%month -on -month. The growth is mainly driven by head products such as "Original God" and "Peace Elite". In terms of subdivision, Mihayou's "Original God" was updated in August to achieve global flowing growth; "Tomorrow Ark" of Eagle Horn Network benefited from the Japanese market, and Tencent Games "Peace Elite" in Russia and the United States The popularity is not reduced. The United States, Japan, and South Korea have become the main market for Chinese games to go to sea. "At present, in addition to overseas markets, in addition to maintaining advantages in head companies such as Tencent, the newly chasing efforts of emerging companies are also very fierce. In fact, the level of game levels and gaming capabilities in China is now leading. The overseas growth of the game should be a normal state. "Zhang Yi said.

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